A new industry body, the Australian Sustainable Seaweed Alliance (ASSA), has been established to grow the Australian seaweed sector to a $1.5-billion agricultural market within the next 20 years. The sector's growth is driven by seaweed's ability to reduce methane emissions in livestock and improve their productivity. The red seaweed asparagopsis is already showing significant demand among farmers for reducing methane emissions almost to zero and increasing cattle productivity by up to 20%. Companies like FutureFeed are turning seaweed into a feed additive, with CH4 Australia planning to scale up production to meet the growing demand. The industry also has potential to filter pollution and protect the Great Barrier Reef by planting seaweed forests near river outlets.